We are going to start by talking about cars.
4 wheeled modes of transport that get us from A to B and have done for many years.
Buutt you might be wondering what cars have to do with the ‘ultimate fitness experience’.
Let me explain.. and stick around till the end to really let the penny drop and get some great ideas for your own business
Cast your minds back about 5-10 years and try to remember how the car industry worked. Each brand would bring out a new model of car or update a range every year or two. You as the customer will either buy it or you won’t.
Pretty straightforward.
Now fast forward to the present day and we all know the car industry has gone through a heap of innovation, not only with the cars themselves but with the overall business model too.
Due to the rising popularity and availability of leasing agreements, the model has changed. You as the customer now have much more chance of getting your hands on a new motor because you can lease one for 3 years and then give it back and get a new one - how good is that!
Therefore, car dealerships have much more focus on brand retention and investing in their brand experience with you, as they aim to bring you back after those 3 years to get a new car from them, much more than they did before.
Such a change in the industry has changed the car brands that we know and love from automobile retailers that sell cars, to mobility providers that provide you with a transport service through their brand’s experience.
Re-read that last part because it is very important.
Car dealerships have now become mobility providers that give you the overall experience in automobile transport.
This is taken further by the well-known Tesla brand and their work with providing Tesla charging points, creating yet another part of their ‘overall mobility/transport experience’.
Well, when comparing the two it makes you wonder – could another industry learn anything from this model?
Some gyms compared to 5-10 years ago, haven’t really gone through a whole heap of innovation.
Some have though and I think we have all witnessed some fantastic innovation in the industry and in gyms/operator’s offerings certainly in the last year or so and during COVID-19 lock-downs.
Firstly, we must agree there have been new developments in machines or renovating the physical gym space, not to mention the rise of the digital experience; which has undergone a surge in growth by almost 10 years.
But as an overall health and fitness experience, shouldn’t all gyms be able to fully spread their wings in what they can offer. Some of the large gym chains and leisure spa gyms like David Lloyd and the Bannatyne Health Clubs etc have done great work on providing more than just the traditional workout/fitness experience.
Some gyms have done great work with onsite meal preps and cooking/café facilities, whilst some even do creches – so there has definitely been some fantastic advancements…
But in the spirit of hitting new PBs and reaching new boundaries...
It’s time to get creative and innovative and see how we can engage our audiences in the most efficient and of course, beneficial ways.
There is a lot of talk in the industry for data and technology-driven results on getting more customers through the door and some customer retention strategies which are all great, but what if you already running such tools if not a little overwhelmed due to the busy life of a gym owner or fitness professional.
Strategies that involve engaging your audience are always positive.
So yes, sure why not run a few more competitions or community collaboration days, inter-gym competitions, and social events – that’s great.
But we are missing some basic yet fantastic off-the-shelf solutions that can easily be implemented and achieve results…
Combining your brand with your customers' experience of fitness is crucial in building long-lasting relationships and creating that overall buy-in to your ultimate fitness experience. – remember the car mobility provider model?
If gym owners get asked questions on training technique, nutrition, and lifestyle choices – then why can’t they be the expert in more fields within fitness.
So I'm going to mention the word…
..merchandise...
Love it or hate it, some people picture cheap and tacky pencils or a few basic t-shirts and mugs.. but what I'm talking about is a quality branded product that your customers WANT to buy and engage with.
Most people already know about vending machines – which can work but are a little mainstream, some offer some gym bottles, protein bars and a couple of other small items too which are all steps in the right direction...
An easy one to think of and set up for your own business is to offer your clients your own gymwear apparel range that they can buy from you in-store or via online services that offer an automatically fulfilled and no-stock investment solutions.
This facility is easy to understand, easy to implement, and if you work with Azura Sport- completely hassle-free and done for you at a quality that will impress your clients and put your brand first.
Now we don’t want to just sit here and pitch, we want to provide actual value about ideas that work for gym owners and fitness operators so we will explain…
By providing your own apparel range you are now creating yet another touchpoint and string to your bow in the ultimate fitness experience, ie like the Tesla charging points. You are including your customers in the overall community and creating that extra part of the ultimate fitness experience; whilst even generating profits AND free advertising when they wear their kit in the local town center or supermarket.
If the quality is good, your customers will be 24/7 adverts for you in your local area and on their social media, whilst enjoying even more of your brand’s fitness experience, and making you look even more credible and professional.
But why not do more?
Going to throw a curveball here…who wants their own published library?
Go further with your brand credibility and nutritional experience by offering something like your own custom designed and physically printed recipe book and nutritional planner. Now you are creating a health and fitness experience in customers' kitchens and their family recipe collection too; and everyone loves taking a picture of some quality food they just knocked up, tagging you in their experience.
Sell the book through your reception or via your online shop and generate some healthy sales margins to support your gym and better create that ultimate fitness experience.
Grow your own library by including your own training and technique guides, or a helpful guide where your customers can track their progress, results, and any notes they have. Why not include a book on local running routes or other local fitness sport types and generate some local business collaborations?
So, you might be thinking, ok so merchandise and a couple of other ideas with our own credible and published library opportunities.. but what else…
Subscription magazines?
Why not?
HUGE CREDIBILITY.
Great community booster if not another little advertising and sales opportunity.
Why not produce a magazine each quarter filled with stories from your customers or staff, any competitions your customers are working towards, or fascinating articles.
Promote your own gym with some important news reminders or events; maybe even new product launches. You could even open your magazine to some local business advertisement at the back.
Want to do more?
What makes a customer feel welcome more than... you guessed it – a proper welcome pack, and no not just a little pencil and shaker bottle, although – a great idea for low budget businesses.
Offer the real McCoy and still within the budget of your client’s first month’s membership- you are bound to see retention increase and if not a bit of extra advertising as they brag about their new bundle welcome pack.
We have loads of great ideas if you need help.
Want to really show off and splash some love to your clients
Offer a subscription bundle offer either quarterly or monthly, with branded kit giveaways (apparel, kit or accessories etc) offer any of your other products and services or any of your merchandise.
Sell this extra subscription, benefit from economies of scale and you now have yet another revenue stream to your fitness experience.
With so many opportunities and revenues to explore, it’s time to quickly and efficiently, start the journey of developing the ultimate fitness experience.
One that is filled with fantastic customer retention, great PR and publicity, additional tasty revenue streams for your business, and an army of 24/7 walking, talking adverts in your local area.
Clearly there is a lot that the industry is already doing, but there is so much that we could be doing more of and implementing easily into our systems that would make any business stand out and provide value outside the traditional gym and fitness experience.
Remain in touch with your customers outside the gym, especially during periods of lock-down and isolation and you will soon become your customers' Ultimate Fitness Experience.
